Michael Fielding is an experienced Media professional. Most recently Michael was working at Bob's Your Uncle as the Media Director located in downtown Toronto.Prior to that he was VP Group Account Director at ZenithOptimedia Canada (subsidiary of the Publicis Groupe of companies), located in Toronto. Michael played a key role on the ZenithOptimedia leadership team growing the agency into a top 3 firm in Canada.Managing a team of professionals he developed industry leading communication plans for some of Canada's prominent companies. Michael developed a keen understanding of communication objectives, from raising awareness, to consideration, to aiding in the purchase and ultimate advocacy of a product or service, on behalf of his clients.Communication plans included all forms of media touch points, from the established; television, radio, out of home, magazines, newspapers and place based, to emerging digital; display, video, mobile, programmatic, SEO and SEM.Michael has significant experience across many industry categories; QSR, consumer packaged goods, Government, technology, entertainment, automotive and pharmaceutical.Included under his management was leadership of one of Canada's largest newspaper AOR's (agency of record). Responsibilities included state of the nation newspaper overviews, rate negotiations, and future trends.Areas of Expertise (Marketing/Media/Innovation): Client Management Strategic Planning Media Planning and Buying Communication Integrations and Sponsorships Team Leadership ROI Evaluation Negotiations Research Analysis and Evaluation Traditional and Emerging Media Presentations Budget and Financial Controls PPT, Word, Excel